Gusak О. External communication strategies for crisis response in a business organization

The thesis contains an original analysis of the essential meaning components and dynamics of activity of external communication strategies for crisis response in business sector. Definitions of the notions "crisis response" and "external communication strategy for crisis response" are offered in light of the public relations theory; a classification of the strategies' types is built. Ethical aspects of crisis response in work of PR professionals are shown. The degree of comparative activity of physical and information actions of external communication strategies for crisis response is derived as its efficiency criterion; the meaning of these strategies is shown at information and operation level by event analysis, on the example of Ukrainian companies. Algorithm for crisis response is proposed, for enhancing the performance of PR services at Ukrainian business organizations in times of crises.